Think! Campaign Analysis

 

This is a advert from the Think! Campaign, they use shocking images to capture the audience's attention. The shocking image shown makes the audience both concerned and uncomfortable, so while the audience wouldn’t enjoy the advert they would be shocked or concerned enough to support the campaign. It uses direct address to shock the audience and almost pleads with his eyes for the audience to help him. The statement uses the phrase ‘my friend’ this shows that somebody else is revealing the accident. This shows that the victim didn’t live through the accident and makes the message more serious and dangerous. It has a clear Hard Hitting message to capture the audience attention and make the campaign memorable.

The advert has a very dark colour scheme which support the serious topic of the campaign. The slogan uses the rule of three, which is a common technique of persuasive language, this makes the slogan catchier and gives more significance to the slogan. The Bright yellow font of the slogan and logo also shows that bright colours stand out on the road, this is another way of road safety which is implied.

 The slogan uses rule of three to highlight the message and to make it short, snappy and clear. The brighter font shows the chose he made and the darker to show the consequence this is affective because it makes the audience think about the consequences of not prioritising road safety. The phone is shown in his hand to emphasis why he died and relates to the target audience, teenagers. The phone type is quite relatable as well, it is a good type showing he cares about technology but it isn’t the latest model showing he isn’t a young adult with a disposable income. The Think! Logo is in the bottom middle so it is noticeable and people are aware of the campaign but doesn’t draw attention from the shocking images. The slogan and campaign logo are both in yellow font to stand out from the dark background. The name of company running campaign, to show who supports and funds it. The Target audience are teenagers as shown by the teenager lying dead, which will make teenagers empathise with him. This could appeal to parents because they would imagine their child in that situation and be more cautious about leaving their children to walk around in a busy society and/ or make them teach their children road safety.